Jaclyn Sienna India established her travel concierge service, Sienna Charles, in 2008 with the intention of projecting success, even when she had none. Reflecting on her early struggles, she recalled how her husband doubted her ambitions as they received inquiries from potential clients interested in luxury trips. At that time, she was forced to claim that her services were fully booked, despite having no actual clients.
Now, sixteen years later, her strategy has borne fruit, as she caters to an elite clientele that includes global leaders and celebrities, such as former President George W. Bush and singer Mariah Carey. Her clients typically have annual incomes exceeding $100 million, and she aims to offer them something they cannot find on their own.
India emphasizes that while many of her clients are influential and well-connected, the key to her success lies in genuine care and understanding. Drawing on her previous experience as a server, she has cultivated a deep understanding of customer service, which she believes is essential for creating exceptional experiences.
Her vast network, often referred to as her “black book,” comprises over 2,000 contacts in the hospitality sector, including top hotels, restaurants, and yacht services. This web of relationships enables her to design unique travel and dining experiences tailored to her clients’ aspirations.
Instead of merely focusing on high-profile venues, India prioritizes the quality of the experience. For instance, she bypasses well-known restaurants in favor of more unique options that resonate with her clients’ tastes.
Her bespoke experiences include arranging an intimate candlelight dinner in Versailles and brunch atop the Arc de Triomphe. India also goes beyond traditional luxury by facilitating encounters with notable personalities, with past arrangements featuring breakfasts with the Hermes family and lunches with the Fendi family in Rome.
Occasionally, her clients request simpler comforts, as illustrated by her arrangements for President Bush during his trip to Ethiopia, where she ensured he had favorite snacks and a warm welcome from local children.
Ultimately, India’s approach is driven by a sincere desire to provide authentic experiences that expand beyond mere luxury. She prides herself on her dedication, often engaging with a variety of individuals throughout her day to discover interesting opportunities for her clients, proving that meaningful travel is about richness in experience rather than exclusivity.